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240MC Advertising Lecture Three What are the Effects of Advertising? John Keenan

240MC Advertising Lecture Three What are the Effects of Advertising? John Keenan john.keenan@coventry.ac.uk. This week Lecture – 9.30-10.45 Seminars Essay group 11-12 Group 1 ETG22 11.30-12 ET130 12-12.30 Group 2 ETG22 12-12.30 ET130 12.30-1

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240MC Advertising Lecture Three What are the Effects of Advertising? John Keenan

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  1. 240MC Advertising Lecture Three What are the Effects of Advertising? John Keenan john.keenan@coventry.ac.uk

  2. This week Lecture – 9.30-10.45 Seminars Essay group 11-12 Group 1 ETG22 11.30-12 ET130 12-12.30 Group 2 ETG22 12-12.30 ET130 12.30-1 Group 3 ETG22 12.30-1 ET130 1-1.30 Group 4 ETG22 1-1.30 ET130 1.30-2 Group 5 ETG22 1.30-2 ET130 2-2.30 Group 6 ETG22 2-2.30 ET130 2.30-3 Groups 7 and 8 ETG22 2.30-3 ET130 3-3.30

  3. So far… • 1. Capitalism and advertising • Discourse

  4. http://240mc.wordpress.com Assignment: 7th December 2012 Around 3000 words

  5. This week… • Direct Effects • Advertising is not in a vacuum • Communication is a two-way process • 3. Indirect Effects

  6. Direct Effects Budweiser sales fall 8.3%

  7. Direct Effects

  8. Turkey Twizzlers Sales Rise 32%

  9. Direct Effects Fear 2.41

  10. Direct Effects ‘The question of whether advertising works is hard to answer because advertising effects are real but unpredictable’ Greg Myers, 1999, Ad Worlds, London: Arnold, p.4 naivety

  11. Direct Effects Bill Murray

  12. Direct Effects

  13. 1. Advertising is not in a vacuum Drugs are cool Music Posters Teenagers The government Drugs are bad Cameron 5.40

  14. 1. Advertising is not in a vacuum ‘The wider effects of advertising are hard to see because it is set in a wider promotional culture, and it is hard to tell where advertising stops and other forms of promotion begin’ Noise

  15. 2. The message is decoded differently Osgood and Schramm

  16. 2. The message is decoded differently Stuart Hall (1973) Encoding-Decoding Theory Dominant Oppositional Negotiated

  17. 2. The message is decoded differently EAT MORE BEANS

  18. 2. The message is decoded differently temptation Teacher’s pet Clean teeth healthy food Polysemy Preferred meaning Anchorage

  19. 2. The message is decoded differently red Keeps evil away China Evil West

  20. 2. The message is decoded differently green Islam Africa Nature West

  21. 2. The message is decoded differently

  22. 2. The message is decoded differently Our advertising is a test of what you bring to the advert – Oliviero Toscani Roland Barthes –’the death of the author’

  23. 3. The audience is in control of the message We must get away from the habit of thinking in terms of what the media do to people and substitute for it the idea of what people do with the media’ James Halloran Uses and Gratifications James Halloran (1970) cited in O’Sullivan et al, Studying the Media, 1998, London: Arnold, p.129

  24. 3. The audience is in control of the message The number of times the white team gets has the ball

  25. 3. The audience is in control of the message Advertising literacy Ritson and Elliot (1995) Adverts are an ‘advertising literacy event’

  26. 3. The audience is in control of the message We are active seekers not passive dupes James Twitchell – lead us into temptation

  27. Sales of Dairy Milk up 9% 1 week – 500,000 views 70,000 Facebook site

  28. Indirect Effects of Advertising ‘Advertising is the most influential institution of socialisation in modern society: it structures mass media content; it seems to play a key role in the construction of gender identity; it impacts on the relation of children and parents..; it dominates..political campaigns..; it controls some of our most important cultural institutions such as sports and popular music; and it has in recent years become a favourite topic of everyday conversation’ Sut Jhally, The Codes of Advertising, 1997, p.1

  29. Indirect Effects of Advertising L’Oreal Intel PC World McDonald’s Danone Maybelline

  30. Indirect Effects of Advertising children Inconspicuous consumption William H White ‘the non-possession of the item becomes an anti-social act’

  31. Indirect Effects of Advertising The Two-Step Flow Lazarsfeld et al Primary group

  32. Indirect Effects of Advertising

  33. Indirect Effects of Advertising

  34. Indirect Effects of Advertising Lecture 1: capitalism ‘To avoid..the ultimate demise of capitalism through a depressed economy, manufacturers have to ensure that what is produced is consumed. Advertising is the main weapon the manufacturers use…To this end advertising works to create false needs in people’

  35. Indirect Effects of Advertising Lecture 2: give products meaning for use in our social identity ‘If we were sensibly materialist, we should find most advertising to be of an insane irrelevance. Beer would be enough for us, without the additional promise that in drinking it we show ourselves to be manly, young at heart..A washing machine would be a useful machine to wash clothes, rather than an indication that we are forward looking or an object of envy to our neighbours’ Raymond Williams cited in Jhally, 1987, The Codes of Advertising, p.3

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